Copywriting Mistakes, and How to Avoid Them
Most copywriters make these same three mistakes that hurt the effectiveness of their copy, resulting in fewer opt-ins and fewer sales. Of course, the goal of the direct response copywriting game is to get as much response as possible.
You can instantly increase your opt-ins or sales or actions, by correcting these three specific mistakes.
Today’s resource comes from my own site. You can download free copywriting videos by visiting this site: www.WebCopyWritingExplained.com
What are the three most common mistakes made by copywriters? They’re not grammar or syntax errors. They are rather errors in approach or mindset. While these may seem to be “soft” topics, they directly affect your results.
The three mistakes are:
Not Writing to the Reader. Direct response great Robert Collier says that you must join the conversation that is already taking place in the mind of the reader. In my experience, most copywriters - especially online copywriters - do not do this. They don’t take the time to understand what is going on in the mind of their prospective reader. Get to know your audience and learn to write words that echo the thoughts, feelings and dominant emotions that they have. That’s the only way you can hope to influence their behavior. Eugene Schwartz in his landmark book, Breakthrough Advertising, says “You cannot, with your copy, create desire. You can only channel desire that already exists.”
Copy that sounds like advertising. Many copywriters are guilty of this - they see truly inspiring copy, and want to follow the same style. But is that style appropriate for the product you are selling, and the readers to whom you are selling it? There’s nothing wrong with finding inspiration, but you must write to your reader. Writing to impress other copywriters won’t sell products or services. It’s a sure promotion-killer!
Not knowing the product. Eugene Schwartz often wrote book promotions. He would actually read the book. He wouldn’t just read it once, either - he would read it three or four times, and make pages and pages of notes while he read. Only then would he write the sales copy. Writing copy for a product you know nothing about is a terrible disservice to your customers. If you know your product intimately, your copy will improve dramatically. Better sales will follow.
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